It’s beginning to look a lot like Christmas. And sound like it, too.

Hundreds of radio stations around the country are now playing all Christmas music. In the town where I live I counted a dozen or so, many different formats from Christian to rock to country to AC. Even Oldies! (I reckon’ they play Christmas songs that are OLD!)

While stations chase the success of significant audience growth during the holidays, many stations seem to have forgotten why people seek out Christmas music in the first place.

Christmas music is a connection to their life. Perhaps songs that bring back memories of Christmases growing up, songs from Christmas movies that our families love to watch every year, or maybe carols from church. Our church always ends the Christmas Eve service singing “Silent Night” and lighting candles. Each an example of something familiar that connects emotionally.

Did you know the word “familiar” comes from the Latin familia, the word for family? People love what is familiar, and what is familiar is what we love. It may be different for the Oldies station but in a format like CCM that plays mostly unfamiliar music to the very people we’re trying to attract, creating familiarity is our greatest opportunity for growth.

“You can’t fake familiarity. It doesn’t happen overnight. And when your new competitor is fighting only for attributes they’re missing the larger point. Attributes don’t create familiarity, only familiarity does that. Attributes may be proxies for familiarity, but always remember that being familiar, dependable, trusted, is the real goal, not simply checking off a win on an attribute scorecard.”

Mark Ramsey

And I’m not just talking about the music. This Christmas season I have heard some amazing stories and songs from many stations.

I’ve heard how Pamela and her daughter were helped to move out of the homeless shelter and start a new life!

I’ve heard Craig’s story of being able to hear for the first time because of a caring surgeon.

I’ve heard the story of the man who decorated his house with Christmas lights knowing that his son wouldn’t live to see Christmas. When his neighbors found out they joined in and decorated their houses months early.

Meaningful stories and familiar Christmas songs. You could say it’s like family.